Marketing

Marketing is an international textbook designed for undergraduates and MBA courses. In addition to providing comprehensive coverage of all traditional marketing topics, it also covers applications and issues within the service and non-profit sectors, together with new developments in marketing theory and practice.

Key book features:

• Offers the reader a highly practical reference guide.
• Gives an authoritative and comprehensive overview of the whole field of marketing.
• Provides extensive cross-referencing enabling easy reference from one entry to another.
• Developed over the past half decade with contributions from marketing experts and organizations.

1. Introduction.

2. Marketing Research.

3. Consumer Behaviour.

4. The External Environment.

5. Positioning.

6. The Product or Service.

7. New Products.

8. Pricing.

9. Distribution.

10. Advertising.

11. Promotion.

12. Selling and Sales Management.

13. Meetings.

14. International Marketing.

15. Marketing Planning.

David Mercer is Senior Lecturer in marketing with The Open University Business School, Europe's largest business school where he chairs the team responsible for the marketing element of the MBA programme. He is author of the successful textbook Marketing, Second Edition and co-author of Marketing Management, both published by Blackwell. Dedicated exclusively to marketing topics and designed to be used by practising managers from all fields and by students, Marketing: The Encyclopedic Dictionary is a major contribution to the reference literature on marketing.
Building on lessons learned from the author's leading textbook, Marketing, the Dictionary contains over 3000 entries in total, including: * extensive cross-references * 700 longer articles exploring topics in considerable depth * 800 shorter entries * brief entries on thousands of marketing terms allowing managers and students easy access to authoritative but practical explanations of specific subjects.

Marketing: The Encyclopedic Dictionary offers an incomparable reference source in the subject of marketing . The emphasis is on practical understanding of the topics, so that they may be easily understood by managers in general, but the theory is also examined in sufficient depth to justify its position as the most authoritative marketing reference book available.